PROTON drives off with Wavemaker Malaysia as media agency

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PROTON has appointed Wavemaker Malaysia to manage media planning and buying duties for two years following a pitch held in January this year. M/SIX Malaysia has been the incumbent on the account since 2014 and the team decided to pitch as GroupM to ensure the business still stays within the network. Wavemaker was selected to handle the business due to its extensive experience in handling international brands.

A+M understands UM, Entropia, Trapper, and Publicis Groupe were also vying for the account. "We are very excited to be working with a dynamic car maker like PROTON as it accelerates its transformation in the Malaysian market," Wavemaker Malaysia's MD Michael Tan told A+M.

Meanwhile, Sheila Shanmugam, MD of m/SIX Malaysia, told A+M that losing was not even an option, as PROTON has been one of its clients since m/SIX first launched.

"PROTON has very high expectations and we, as GroupM, are very proud to be working on the business. PROTON has undergone tremendous transformation since 2017 regaining consumer confidence under the leadership of CEO Li Chunrong. We look forward to working closely with the PROTON team to take the brand to greater heights," she added. PROTON declined to comment on A+M's queries.

Two years ago, the automotive brand launched a new logo and tagline. The tiger emblem on its cars were updated to a more stylised representation, rendered in silver, with a stronger finish to represent Malaysia's pride. The logo also features an "uncaged" design which shows the tiger's head held high, symbolising PROTON to represent an arrow-head, moving forward to success. PROTON's tagline "Inspiring Connections" also encapsulates the brand's aspiration of utilising technology and mobility to help make human connections that inspire a successful life.

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